National
Donut
Day

Client

Dunkin' Donuts

Problem

How can Dunkin’ celebrate National Donut Day in a way that increased sales?

Executions

Activation, Digital, Social

This year, Dunkin’ Donuts, Hill Holliday, and
Trilia set off to own National Donut Day by
launching a series of first-to-market
technologies, dominate social media and
increase restaurant sales as a result.

We partnered with new and existing technology platforms to engage our core audience. Dunkin’ was the first brand to integrate with Microsoft’s chatbot Zo on Facebook Messenger where users discovered, through AI, what kind of donut matches their personality. On Waze, high-impact takeovers encouraged drivers to travel to their nearest Dunkin’ Donuts restaurant with a new, first-of- its-kind, donut location pin. For the first time ever, Dunkin’ restaurants displayed trending donut conversation from Twitter and Instagram users on menu boards nationwide.

Using a custom Dunkin’ selfie lens, consumers turned themselves into talking donuts on Snapchat nearly 2 million times, which was seen by over 14 million people. Customers shared their National Donut Day in-store moments with a special branded geofilter. The Dunkin’ culinary team partnered with Hill Holliday creatives and together, they monitored a real-time stream of social media mentions, and responded to fans with personalized “pastry” content.